Crocs have become a new American classic, with millions sold every year to a very loyal audience. These resin clogs come in a variety of colors and styles, with a pair to match almost every sense of style. Despite their rather nontraditional shape, or perhaps because of it, Crocs are now a fashion must-have. In fact, their company’s revenue has increased from just one million dollars per year to hundreds of millions in less than a decade.

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In this midst of this growing trend, one stay at home mom had a great business idea. Sheri Schmelzer and her three daughters had long been fans of Crocs. However, they wanted to personalize their collective twelve pairs even further. To this end, they began making charms that fit in the holes of their Crocs. These charms came in a wide variety of styles, from little clay animals to bright and sparkly rhinestones. The backs were designed to fit neatly in the holes covering most models of Crocs and stay put until they were removed. The home decoration logos were such a hit in their own household that Sheri and her husband knew they had a powerful business idea.

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Against all odds, the couple took a home equity loan and began manufacturing their charms, called Jibbitz, in their own basement. They created a shoe brand, a great looking shoe logo design and they began selling their product on a website, but soon expanded to retail outlets. The Schmelzer family small business quickly outgrew the confines of their home, and production was outsourced as the family moved to shiny, professional offices. Within just years, the Schmelzer family was moving millions of dollars in shoe charms per year and Jibbitz had become just as much of a staple as the shoes that they adorned.

The line has been expanded to include a variety of licensed characters, such as Spiderman and Hello Kitty. Jibbitz have become a staple among the middle and upper middle class households that are most likely to purchase Crocs. At just a few dollars per charm, many families will select several with every clog purchase. It’s not unusual to see a child wearing a pair of colorful clogs proudly embellished with several Jibbitz representing her favorite things.

Crocs bought Jibbitz in 2006 for a whopping $20 million. However, the Schmelzer family remains an integral (and well paid) part of the business, with Sheri acting as the main designer and her husband involved in the management. As Crocs remain a popular choice for both adult and children’s footwear, it’s easy to see Jibbitz remaining a success for years to come.

What can the average small business owner learn from the success store of Sheri Schmelzer and her Jibbitz? Find your niche. Sheri may not have been a retail fashion expert, but she knew what she and her young daughters wanted. From there, it was a short leap to unbelievable success. The next big idea is just waiting to be identified and harvested. Will you be the next small business owner to develop the right idea and make it big? Only the future can tell.